Dive Brief:
- McDonald's is giving away every single item advertised during the Super Bowl.
- The fast food chain announced the plan on Twitter by complimenting each brand and then sharing a link to enter a contest to win each item.
- The stunt was another part of McDonald's larger focus on "lovin'" from its "I'm lovin' it" slogan—that included a "Signs" video spot.
So you may want to join us during the game—we're taking Lovin' to a whole different level! pic.twitter.com/QhMwk8jWTq
— McDonald's (@McDonalds) February 1, 2015
Lovin’ how @Toyota showed us all how great we can be. Powerful stuff. RT & you could win a new 2015 Toyota Camry https://t.co/blBLsIuMHr
— McDonald's (@McDonalds) February 1, 2015
.@Snickers Snickers Snickers…Lovin’ it…and you too Jan. RT and you could win a big BUNCH of Snickers https://t.co/EJ5zaU3dFk
— McDonald's (@McDonalds) February 1, 2015
Dive Insight:
McDonald's clearly has the means to execute a campaign of this size, but the brand has been struggling in recent years to reach a consumer audience with a changing palette—so a Super Bowl giveaway could help get back into the good graces of customers. Though contests can be tricky because entrants may not necessarily find brand loyalty from winning. What the contest will do, however, is bring a lot of attention to McDonald's and its seeming generosity. McDonalds is clearly bringing the big guns out for its brand refresher, so it will be interesting to see if it sticks with consumers.
